Commercial qualitative research is designed to help organisational decision-making, focusing on understanding the nature of phenomena and their meaning, rather than their incidence. It tends to have the following characteristics: interactive contact between the primary researchers and those being researched; in-depth examination of small-scale samples or small numbers of observations; semi-structured guides which are responsive to context and may be amended throughout the project; the researcher and their interpretative input is key to the process.
Compared to quantitative research - qualitative is typically small scale, selective and focused. Quantitative research by comparison is large scale, representative and it is necessary to have comprehensive coverage. The business and research objectives determine which is required.
But things are changing with web 2.0. There is a shift in quantitative with the development of new tools to observe and listen to consumer sentiment. Qualitative tools are also changing to enable participants to participate in different ways in the insight process. The classic market research U+A tools of surveys and focus groups, are now shifting to encompass social media monitoring and the development of communities.